Case study · Construction · Serbia
4× more leads as key-campaign CPL fell from €177.82 to €3.60
An integrated approach combining Google Ads, SEO, landing pages and analytics reduced the average CPL across the entire advertising account to €8.58.
The company
Generating online sales for a business with a complex product
The company provides turnkey sauna and SPA construction, supplies building materials and advises customers on project implementation.
The website needed to do more than describe the company’s services. It had to attract potential customers and help them move from comparing options to making an enquiry.
The objective
Increase sales generated through the website
The objective was to generate more enquiries, reduce acquisition costs and make the performance of digital channels more predictable.
Attract more potential customers who were actively looking for relevant products and services.
Improve Google Ads performance and reduce the cost per lead.
Improve landing pages, user journeys and website speed.
Connect advertising data, enquiries and analytics.
The solution
Improving the complete customer acquisition system
Changes in the Google Ads account were coordinated with SEO, landing pages, technical optimisation and analytics.
Google Ads
We focused campaigns on searches with clear commercial intent and continuously optimised them according to the cost and quality of enquiries.
Landing Pages
We improved the offer, page structure, forms, performance and the user journey leading to an enquiry.
SEO
We developed the search structure, content and technical foundation required to attract relevant organic traffic.
Analytics
We created a shared view of enquiries, CPL and channel performance so that decisions could be based on consistent data.
Campaign data
Advertising performance over time
The indicators are presented separately: the result of the key search campaign is not mixed with the average results of the complete advertising account.
Key search campaign
CPL decreased from €177.82 to €3.60.
Complete advertising account
Average CPL decreased from €218.61 to €8.58.
93–97
High mobile performance
PageSpeed Performance on the tested landing pages. Core Web Vitals passed.
The number of leads increased fourfold.
Google Ads · PageSpeed Insights
Excerpts from the source reports
We improved the entire campaign: ads and landing pages, added forms and Viber, and expanded enquiry tracking. Below are anonymised excerpts from the actual reports.
Google Ads: cost per conversion
PageSpeed Insights: mobile page
The client name, site URL, spend and absolute conversion counts are withheld.
The client’s name and commercially sensitive data are not disclosed.
The result
What changed for the business
4× more leads. The acquisition system began generating substantially more potential customers.
Key-campaign CPL of €3.60. The reduction from the original €177.82 was approximately 98%.
Average account CPL of €8.58. Overall advertising efficiency improved, while the account-wide result remained clearly separated from the performance of the individual campaign.
Mobile PageSpeed Performance of 93–97. Technical optimisation reduced losses caused by slow or unstable mobile landing pages.
Why it worked
The result came from a coordinated system — not one isolated change
Google Ads attracted people who were actively looking for relevant products and services. SEO expanded the company’s organic visibility. Landing pages helped potential customers understand the offer and make an enquiry. Analytics showed which campaigns created measurable value, while high website performance reduced losses after the click.